Fat Tire creates the perfect beer for a bitter future ravaged by climate change

The realities of climate change are affecting much more than the weather. Fresh water is becoming increasingly scarce in many parts of the world, and beachfront property has gone from prime real estate to a risky investment. Rising temperatures are also affecting agricultural output and availability, and New Belgium Brewing Company, the maker of Fat Tire, has turned that fact into something we can all taste. And it tastes pretty bad. “Torched Earth Ale” is made with water tainted with smoke, the most obvious byproduct of wildfires. Drought-resistant grains like millet and buckwheat chosen for hardiness rather than taste also make an appearance, as well as dandelions (they can survive anything). It may not be a great brew, but rising seas and dirty skies won’t stop it from being made. It’s billed as “the beer of a climate ravaged future” in a spot featuring Cody Reif, a brewer at New Belgium, and illustrator Kelly Malka, a first-generation Moroccan immigrant who designed the post-apocalyptic, fiery label. Fat Tire is also providing an online tool that customers can use to contact Fortune 500 companies and ask them to explicate their climate action plans, since 70% of them don’t have one. Last year, the brand became the first certified carbon neutral beer in America, and New Belgium plans to hit net-zero carbon emissions by 2030. Climate-concerned masochists can order cans of Torched Earth online or get it in person in Fort Collins, Colo., and Asheville, N.C.

Fat Tire creates the perfect beer for a bitter future ravaged by climate change

Featured Stories